How MedTech Companies Can Embrace VR/AR as a Powerful Marketing and Sales Tool
Virtual and Augmented Reality (VR/AR) are quickly emerging as powerful tools in the MedTech industry. With the technologies improving over the last couple of years, industries are beginning to see the potential business benefits from using VR/AR as a primary platform for marketing communication. The combination of advances in the technologies, the realization of benefits, and the fascination with the technology are all causing the MedTech industry to embrace VR/AR massively – not just to enhance diagnostic imaging, stimulate surgery, or enable medical device training, but also in marketing and sales. While there are several articles that outline VR/AR’s potential to change the way brands market and communicate with their customers, not a lot has been said about healthcare.
VR/AR for MedTech Marketing
VR/AR are hot topics right now, and while there’s a lot that they bring to the table, it isn’t always clear to everyone how it can be used to improve marketing and communication. However, VR/AR provide new and exciting ways for communicating concepts as well as product features. Using a VR headset, sales reps can showcase the mechanism of a CT imaging machine to a doctor or build an experience that lets patients look into their own body to learn more about their disease. Here’s how MedTech companies are embracing the technologies as a powerful marketing and sales tool:
- Experiential marketing: One of the biggest benefits of using VR/AR in marketing and sales is through experiential marketing. Using VR/AR technology, MedTech companies can stimulate scenarios and offer experiences that engage customers and create an emotional attachment to the product or service. When it comes to attracting, converting and retaining customers, the visualization experience adds substantial value to the sales and marketing process; doctors can visualize the human anatomy, patients can view exactly how a drug works in their body, and staff can understand how a drug dispensing machine works.
- Storytelling: VR/AR can also be used by advertisers and marketers for storytelling; both technologies allow for interactive experiences to be created around branded content, unlike traditional forms of advertising where end-user interaction is very limited, constraining their effectiveness. Using VR/AR, MedTech companies can build resonant experiences and drive a sense of presence, thereby allowing the audience to feel an increased sense of responsibility.
- Digital interactions: VR/AR are great tools to bridge the gap between print and digital marketing. Using these modern technologies, MedTech marketers can elevate their real-world messages with digital interactions – increasing engagement time and message resonance. By effectively integrating the digital world with the real world, marketers utilize real-time data based on user preference and dynamically alter the messaging, colors, timing and placement of content – thereby driving a more fluid human experience and inviting higher user engagement.
- New product marketing: VR/AR also allows users to have more immersive experiences when exploring new products or services. In a world where marketers have been using voice, print or digital methods to provide information about a new product or service, VR/AR can allow users to get a 360-degree view of a product, and a real-world-like experience, before actually making a purchase decision. For example, while marketing a new surgical device, marketers can enable doctors to get hands-on experience on how the device needs to be operated, allowing them to experience how it can improve the accuracy of the surgical procedure.
- Product customization: MedTech companies use VR/AR not just to market their products and form a stronger bond with users, but also to enable them to configure and customize their experiences in real-time. By providing the opportunity to explore every detail of the product, audiences can choose options and accessories in the virtual setting of their choice, and visualize the product in a manner that best fits their needs. For example, users can modify the settings of a motorized wheelchair and examine how the product works under different settings – to suit the needs of different patients.
Facilitate new experiences
With the economic impact of VR/AR predicted to reach $29.5 billion by 2020, the authentic, honest and interactive experiences they are creating for the MedTech industry in the field of marketing and sales are beyond compare. VR/AR experiences are not only new and exciting for audiences, but they are also great marketing tools for your brand. Unlike the traditional model of advertising where marketers had to communicate the features of medical products either through a power point presentation, commercial, social post or digital hoarding, with AR and VR, they can provide users with the opportunity to become a part of the experience, and interact with the brand in ways they haven’t before. Embrace the VR/AR world for your marketing initiatives, facilitate new experiences for your audience, and forever change the way they interact and connect with your products and your brand.